Cultural tourism services are being actively supported with the support of the EU, Sweden, and Austria.

With its abundance of cultural monuments, particularly in the mountainous regions, Georgia has garnered increasing attention from tourists in recent years. The popularity of cultural tourism is on the rise and is gaining equal levels as other types of active tourism destination .

This form of tourism is proving to be a lucrative source of revenue for the country, as visitors who come for cultural immersion tend to spend more than those pursuing other types of tourism. By capitalising on this trend, Georgia benefits from promoting cultural tourism services.

“Thanks to the collaborative efforts of the European Union, Sweden, and Austria under the GRETA project, numerous new businesses, jobs, and income streams have emerged in various tourism destinations throughout Georgia's mountainous regions. However, the cultural and tourist attractions of Georgia require adequate promotion to maximise their potential. To achieve this goal, it is essential to promote cultural guides and enhance their qualifications to meet international standards. “- Says Alexander Karner, head of the coordination office of the Austrian Development Agency in Georgia.

With the donor's support, the Georgian Association of Guides has collaborated with local guides in the mountainous regions to offer a series of theoretical and practical training sessions to enhance their cultural tourism skills.

„Over 40 participants actively participated in the training series, during which we imparted the skills required by guides to meet world-class standards. Additionally, practical sessions sessions are crucial for all professional guides to master, “ - Ketevan Meladze, president of the Association of Guides of Georgia, tells us. 

The training modules incorporated all necessary components following international standards, ensuring that participants are now equipped to serve tourists at a high level and conduct tours engagingly. Additionally, emphasis was placed on managing emergencies and administering first aid to an ill or injured person before professional medical help arrives.

„This training and experience-sharing opportunity is very important for my future profession, as the knowledge and skills I have acquired will enable me to provide first aid to victims in emergencies. “- says Valery Chitadze, a participant in the training.

These training sessions, which were co-financed by the EU, Sweden, and Austria, have the potential to help young people find meaningful jobs in the region and earn income locally.

Dominik Papenheim, Team Leader for Economic Development and Trade at the EU Delegation to Georgia, emphasises: - "The purpose of the training is to support young people in finding decent employment in their home regions and increase the added value of the touristic offer. Through the training, 46 local guides from the mountainous region of Georgia have acquired knowledge and skills corresponding to international standards and will contribute to sustainable tourism development".

Shorena Baliashvili, a cultural tour guide from Racha, speaks with us about the significance of directly educating and certifying local tour guides in regions.

„Previously, cultural guides would accompany tourists from Tbilisi to various regions, including Racha. However, as newly certified professional local cultural guides, we can now offer a deeper and more meaningful presentation of our culture, gastronomy, and other unique aspects of our region to guests. As someone who has worked in this profession for 10 years, I am grateful for the opportunity to receive this formal qualification through these vital and beneficial courses. The fact that the training was held in our region was particularly advantageous, as participants did not need to travel to Tbilisi or expend additional resources. I believe that these qualification courses represent a significant step towards the development of cultural tourism services in our region, as professional growth is crucial for guides “.

46 certified professional local guides from Georgia's mountainous regions now possess knowledge and skills that meet international standards. This achievement has created new opportunities, job openings, and increased incomes. Additionally, this professional growth contributes to preserving cultural heritage and enhances the sense of pride within the host community.

*** 

Project GRETA | "Green Economy: Sustainable Mountain Tourism and Organic Agriculture" is implemented by the Austria Development Agency in Georgia with the support of the European Union, Austria, and Sweden. The project aims to improve the business environment and create new income opportunities in two important sectors of the Georgian economy, mountain tourism and organic agriculture.

This material has been produced with the assistance of the European Union, Sweden, and Austria, within the framework of the GRETA project. Its contents are the sole responsibility of the Austrian Development Agency (ADA)/GRETA project and do not necessarily reflect the views of the European Union, Sweden, or Austria.